Establishing a Brand and Going Online
When Trailhead Cabins first came to us, they had the vision and craftsmanship, but were beginning a brand new venture and nearly no one knew they existed. They needed a way to share their story—to let people see not only what they built, but also who they were. That was the challenge we stepped in to solve: crafting their vision into a brand that would resonate with potential clients.
Logo
To create their identity, we explored simple, meaningful icons like a trail marker, compass, or cabin—symbols that instantly evoke a sense of direction and place. We considered fonts that could carry the right personality: rugged for strength, vintage for timelessness, or minimalist for tiny-home living. Colors were next, and we asked ourselves whether they should echo the outdoors with earthy greens and browns, lean industrial with bold reds and blacks, or feel cozy with warm, inviting tones.
In the end, we settled on a logo that combined a compass and a cabin—a symbol that captured both guidance and the cozy, adventurous spirit of Trailhead Cabins. Paired with a palette of rich, earthy tones, this visual foundation became the cornerstone of the brand. It guided every design decision, from brochures and trade show materials to the website, creating a consistent, inviting look that brought Trailhead’s story to life across every touchpoint.
Photography
But a strong brand isn’t just about logos and colors—it’s also about how it looks and feels. For Trailhead Cabins, initial photography was key to capturing the craftsmanship, warmth, and personality of their cabins. To make this happen, we spent several days in Kentucky, shooting at different times of day to take advantage of the best natural light and highlighting the cabins in their most inviting settings.
We combined wide, scenic shots with drone photography to showcase the full scale and surroundings of the cabins, while close-up shots captured the fine details that make each build unique. Interior videos gave viewers an immersive sense of the spaces and atmosphere.
Brand Identity
These photos and videos became invaluable assets, forming the backbone of the website, brochures, and trade show materials. By presenting the cabins in their best light—literally and figuratively—we were able to create a visual identity that not only complemented the brand but also helped potential customers connect with Trailhead on a personal level.
Marketing for Success
Even with this new branding in place, there was still a lot of marketing work to do. Trailhead was a brand new company with no online presence. We were starting from scratch. With the branding established, we started working on building a modest website for them. We focused on ensuring the layout promoted a good user experience, and content that is accurate. We began with something simple to establish basic authority.
Increase Online Presence
As time went on, Trailhead wanted quicker growth, so they tasked us with increasing their awareness and visibility. We set out with two different ways of doing this – Google Ads and website SEO.
Google Paid Ads
With Trailhead wanting to increase their awareness to drive sales, we needed something that would be quick since potential customers cannot purchase Trailhead’s services if they don’t know if they exist. We turned to Google Ads to achieve this. Our research showed good search volume and average cost per click. Using Google paid Ads, we quickly increased awareness, and by targeting high intent searches, we attracted customers looking for Trailhead services that turned into paying customers. Also through the Google Ads campaigns we built out an email list for interested customers who are then put in an email re-marketing campaign.
Boosting Visibility with Strategic SEO
While Google Ads delivered quick wins, we knew sustainable growth required a strong organic presence. The site we built was a modest website with a handful of pages, listing only the park model RV’s. This had limited SEO value however, not enough to rank high in search results. They were virtually invisible in organic search.
SEO pages
In a couple of months, we added SEO focused pages of the modular models they provided. We wanted to provide quality content that showed the interior and detailed the craftsmanship of each modular home and park model RV. This would drive user engagement and signal to Google that the content on the website is quality content.
Resource Pages
Another addition to the website was the resource pages. Working closely with Trailhead we initially wrote four resource pages, to help educate potential customers about the pros and cons of modular homes and what they are. Looking up search terms people use when researching modular homes, we determined which articles to write.
Gallery & Inventory Pages
As time went on, we added gallery and inventory pages. This was to help increase engagement rate, helping the website rank higher in search results. Once the website additions were done, we continued with on-page SEO.
On-Page SEO
We optimized the layout of pages, the page content, and the headlines so they would be informational and SEO focused. We worked on the website technical SEO as well, from schema to structured data, helping Google know what the website is about.
Results
All these additions to the website play a role in improving the SEO–from the quality content that has good user engagement, to headlines that target search terms, to solid technical SEO. Trailhead’s website is no longer virtually invisible. This time last year, when we finished adding the modular pages and were working on the resource pages, they were ranking for 126 keywords. They are now ranking for 947 keywords–an increase of 752% in a year. Organic users to the website a year ago was 294 while today it is over 1500–an increase of 529%. Honestly these kind of results from SEO usually take longer than a year. Yet, we have dedicated much effort and many changes to their website over the year to achieve this improvement.
Your Full Service Marketing Partner
At Craft & Cloud, we enjoy building long term relationships with clients that enable them to do marketing well. We endeavor to provided end-to-end services, from creative branding, to photography, to messaging, to print and online advertising and marketing. Maybe you are finding it hard to reach around or simply need to take your marketing to the next level. Contact us today to see if we are a good fit for your company.